Smyle Group has been acquired by Identity’s new
international collective of specialist agencies The Human Network.
The new network will see Identity and Smyle operate as independent
partner agencies, along with Identity Sports, NJ Live, Powered By Humans,
Dreamlike State and The Sports Presentation Co.
With more than 50 years of combined industry experience across
corporate and government events, from the COP28 UAE to the Coronation of King
Charles III, the acquisition aims to create an ‘unparalleled offering’, with the
ambition to become a leading network in delivering exceptional experiences and
outstanding content, globally.
Michael Gietzen, CEO of Identity, said: “The expansion of
The Human Network marks a significant milestone in our quest to create a future
where event experiences are elevated to incredible new heights. We share a
connected passion to drive human experience through everything we do. By
uniting our strengths, we have created a formidable force that will enable us
to deliver unparalleled service, creativity, and value to our clients.”
Dominic Thomas-Smith, MD of the Smyle Group, said it was ‘business
as usual’ at Smyle, and that clients would now have the opportunity to tap into
unparalleled resources, creativity, expertise, and capabilities in event
planning, production, and execution.
“Joining forces with The Human Network opens up a new realm
of possibilities,” he said. “As we embark on our new journey, we remain focused
on our mission to shift culture, behaviours and beliefs through innovative
experiences and content. With our expanded footprint, combined resources and
passion for human-centric solutions, we’re poised to revolutionise the
industry.”
With a combined team of more than 280 professionals, The
Human Network has a presence in eight countries across the UK, Europe, and the
Middle East.
Smyle Group co-founder and group executive director Rick Stainton is set to step down from his role at Smyle at the end of the year, and will continue to showcase the wider UK events industry through The Power of Events and associated industry opportunities.
Financial details of the transaction are undisclosed.
